The 4 Principles of Successful Snapchat Marketing


Content marketing professionals are in a fantastic position to reach more and more potential customers and boost loyalty with customers they’ve already scored.

From social media to video ads, they’re in a better position than ever to drive home real results.

And some of those real results are due to the social media networks that are proving to have staying power.

If you’re a content marketing pro looking to explore new digital marketing venues, how about a social media platform that reaches 41% of the U.S. in the 18 to 34 year old age group?

I would love to consider adding such a channel to my marketing arsenal.

If you feel the same way and want to achieve more in terms of your social media marketing efforts, then let me introduce you to the real-time picture chatting mobile app that’s taken the world by storm.

Here are a couple of astonishing stats about the social network that should excite you about adding this platform to your list of media marketing channels:

  • Snapchat users spend 25 to 30 minutes every day on the app.
  • 60% of the daily active users also contribute content (which means your marketing won’t be a one-way street on the media platform).

But, numbers don’t lie. Snapchat public profile has turned out to be a highly authentic, personal and engaging medium for digital marketing stars to connect with their customers.

If you’ve been skeptical about the social network or felt intimidated by the newness of Snapchat, then this article can fix that. Whether you’re a small business owner or on the digital marketing team of a huge company, this post will convince you that this exceptionally popular social media platform-as in the third most popular social network among millennials–should be a vital part of your overall content marketing strategy.

Let’s look at the first tenet of marketing on Snapchat. thesocialvert

1. Take the top down approach

In the application of most marketing strategies, the numbers game kicks in at some point in time.

You can’t expect to generate massive traffic numbers on your website, without upping your content-posting frequency.

You won’t see good engagement numbers on your social media platforms, without sending out the optimal quantity of relevant updates.

And, you won’t be able to grow your Snapchat account at a good pace, without building relationships with influencers.

Just think:

If a person with 4.8 million followers sends an update about your brand…

Then, even at an organic reach of 1%, you’ll get 48,000 impressions.

That’s pretty awesome.

And, by the way, the above numbers aren’t made up.

Elon Musk (with his gigantic social media following) actually tweeted an article from one of the world’s best blogs – Wait But Why.

Look for yourself at the engagement numbers on the tweet.

2. Provide exclusive content on Snapchat and leverage the inherent urgency on the social media platform

Due to the short-lived nature of content on Snapchat, users love hanging out on this social network.

If you want to truly leverage this inherent urgency, a great tactic is providing private and exclusive access to your brand.

Here are 4 potential ways to engage Snapchat users and motivate them to take action:

  • Giveaways and contests
  • Flash sales
  • Special discounts
  • Behind-the-scene previews and teasers

Now, let me share live examples of how brands are performing their digital marketing on Snapchat.

The first one is Everlane.

After some initial testing, the company declared that Snapchat will be their de facto social channel. The reason was the raw and unedited appeal of the platform.

Everlane found Snapchat helpful to “explore transparency in a completely new way.” It is in line with their motto of ‘radical transparency.’

If you’ll follow Everlane on Snapchat, they won’t chase you away you with multiple sales pitches. Rather, they are eager to show you how a brand is built on a day-to-day basis.

And, they use the other social media accounts, like Twitter, to announce their exclusive Snapchat content, like upcoming clothing lines.

Read More : TikTok Video Downloader

3. Keep your audience engaged with build-up through snaps

In 2013, Snapchat introduced a new feature called “stories.”

As the name suggests, this will allow the user to create a narrative with a compilation of snaps.

Which means you can use a series of photos and videos…along with Snapchat’s fun features for creating drawings, text add-ins, emojis and the like, in your creatives to show a compelling story.

Not only is this a great way to get past the briefness of images and videos on Snapchat. You can also garner interest and get huge engagement across multiple posts.

I highly recommend changing the “Who can…” >> “View My Story” from “My Friends” (the default setting) to “Everyone.” You’ll find this option under settings.

Once you’re happy with an image/video, you can add emojis and markups to it. Then, you can change the number of seconds that you want an image to be visible in a Snap, from the bottom left corner (look for the encircled number).

A story remains available to users for 24 hours (unless you delete it).

You can also save a story for sharing on your other social media platforms, by clicking on the download button.

Brands have used creative ways to leverage stories in their Snapchat marketing.

The New York Times created a fun and educational Snapchat story, sharing some pro tips on using Snapchat. thedigitalexposure

4. Have fun by using filters, emojis and drawing

Snapchat users don’t want to feel like they are looking at ads.

So, your stories and snaps need to feel relatable and engaging on the social network. You’ve got to make the conversation fun for the consumer.

I’ve already shown you how emojis are a serious tool for marketers.

On Snapchat, you get geographic filters, lenses and drawings. You can even buy filters and lenses for your brand.

You can also create an interactive ad, via sponsored lenses (Snapchatters engage with lenses for 20 seconds on average). Here’s Taco Bell, allowing its audience to play with their lenses.

Got tacos on your mind today? Us too. Snap us your Cinco de Mayo celebrations using our @Snapchat lens today.

Gatorade’s 160 million Snapchat lens impressions and 8 point increase in purchase intent shows that having fun is essential for brands to take the lead on Snapchat.


Snapchat is a terrific platform for most types of businesses who are looking to build a relationship with their customers through authentic and personal content. Indeed, Brian Robbins of AwesomenessTV considers it the most relevant social media platform for content marketing.

I’ve showed you 4 tenets of successful Snapchat marketing, with numerous brand examples and case studies. And, I encourage you to experiment with the social network, especially if your target demographic consists of 18-34 year olds.

So, whether you’re a small business owner or a digital marketing pro looking for new ways to boost your media marketing strategy, get ready to snap on this super fun social network.

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